Wendy's to launch breakfast nationwide in 2020

Daniel Fowler
September 11, 2019

Wendy's will start serving breakfast across the United States next year. Here are three items.

Wendy's said it will adapt many of its popular items into breakfast fare, so customers will find Frosty cappuccinos, honey butter chicken biscuits and Breakfast Baconators.

The Breakfast Baconator fits a lot into a bun: an egg, six strips of Applewood smoked bacon, one square breakfast sausage patty, two slices of American cheese and a Swiss cheese Hollandaise sauce.

The Honey Butter Chicken Sandwich: Fried chicken and whipped honey butter on a biscuit. Wendy's plans to give more financial guidance at an October 11 investor meeting.

Breakfast is an important meal for fast food chains. A full menu and prices will be released later this year.

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According to Wendy's, it will spend around $20 million for the roll out of the breakfast menu. Wendy's CEO Todd Penegor said the new menu "provides incredible growth opportunities" for the company.

"We are cautious on the prospects given the required upfront investment but uncertain payoff, additional labor needs at a time of already low availability, necessity to take market share from established competitors like McDonald's and general difficulty of daypart expansion in the industry", BTIG analysts said in a note released Tuesday.

Wendy's is making another run at breakfast. And, of course, all the chains face competition from people opting to eat breakfast at home or grabbing quick meals from numerous other restaurants, including Starbucks, Dunkin' and Chick-fil-A. Breakfast is now available in 300 stores, nationwide.

The move is likely created to capture a piece of the growing breakfast market and compete against rivals McDonald's and Burger King as well as outlets like Starbucks and Dunkin'.

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